How to write an SEO execution strategy? How do businesses implement SEO strategies?

The result of using strategies to guide the specific work of SEO is higher efficiency. Before preparing to optimize the website for SEO, you need to formulate a corresponding SEO execution strategy. How to write it is a problem, and whether it can be executed regularly and quantitatively is also a problem. There are various problems in doing SEO. The process of SEO taking effect is the process of constantly solving optimization problems. So how do you write a SEO execution strategy? How do businesses implement SEO strategies? Let's follow Dongguan SEO Feng Chao to learn more about it

How to write an SEO execution strategy? How do businesses implement SEO strategies?

1. How to implement SEO strategy specifically?
The general idea is to complete the detailed points in a timely and quantitative manner according to the SEO strategy.

2. What are the specific steps for 12 SEO execution strategies?
1. Know yourself and know your enemy

(1) Identify your competitors and collect information about similar websites through various channels (daily traffic, Alexa ranking, website content scale, search engine indexing performance, keyword ranking, etc.)

(2) Determine the feasibility of the project based on existing conditions (technology, funding, personnel), and then develop executable SEO strategies and measurable SEO indicators

2. Keyword selection strategy

Keyword analysis is a very important part of SEO projects, which directly affects the execution of SEO projects! Therefore, keyword selection should be taken into consideration during the website planning stage. It can help us analyze competitors, help website editors organize content, provide user needs for product planning, and so on.

The basic principles for choosing keywords:

(1) Study user search habits

(2) Keywords should not be too general or too unpopular.

(3) Keywords should be relevant to the website content

Steps to choosing successful keywords:
(1) First, create a basic keyword list

(2) Understand the characteristics of the industry in which the project is located, list appropriate core keywords, and classify them according to the content structure

(3) Research and simulate the search habits of target users (friends, netizens)

(4) Record the keywords used by competing websites as a reference and analyze the reasons

(5) Use search engine keyword tools to export a large number of long-tail keywords: such as Baidu promotion keyword tool, Google AdWords keyword tool, Baidu related search keywords

3. Page SEO keyword deployment (Title, Meta specifications)
Generally, the content structure of CMS is divided into home page, channel page, sub-column list page, content page, special page, tag aggregation page, and CMS also integrates the custom function of Title and Meta of each page, and the default is initial data.

Deploy keywords for the above pages (1) Home page: mainly based on brands

(2) Channel page: Target core keywords, such as "beauty"

(3) Sub-columns: targeting fixed keywords, such as "skin care knowledge"

(4) Content page: Targeting long-tail keywords, such as article titles, article content, and tags

(5) Topic page: for hot words with timeliness, such as the hot words listed in Baidu Hot List

4. URL design principles and specifications

From the perspective of website operation and search engine friendliness, URL and structure design are the most common problems in web development. Here are some of my personal URL design principles and specifications.

URL design principles:

(1) Short URL, user-friendly and search engine-friendly (URL that is easy for users to enter and remember, as short as possible)

(2) URLs can reflect the structure of a website (the depth of the directory hierarchy does not affect the effectiveness of SEO. Many people have said that the deeper the directory, the less optimized it is for search engines. This is actually a misleading guide.)

(3) Once the permanent link and URL rules are set, it is best not to make any changes.

(4) URLs should be unified (uppercase and lowercase letters should be avoided; naming should avoid confusing combinations of pinyin or English letters.)

Here I tell you a piece of news, Baidu can now recognize Chinese utf-8 encoded URLs

(5) URL management (URL mapping mechanism; standard redirection after content changes, such as 301 redirection and 404 error page)

URL design specifications:

My personal suggestion is to use pseudo-static form for content that is updated frequently, and generate static pages for content that is not updated frequently. As for the difference between pure static and pseudo-static, I will not go into details here. I will explain it in detail later.

5. The standards for related links are actually what we call "internal links", "keyword links" and "internal links".

Its advantages are very obvious in large websites, because large websites have massive amounts of website content and are easy to operate. It can also improve the ranking of the keywords that have been set on the search engine, increase the search engine's crawling of the website and transmit PR value.

When setting up affiliate links, you need to pay attention to the following:

(1) Control the number of internal links in the article: control it to about 6 according to the amount of content. If the keyword appears repeatedly, try not to add more links. Too many links will also affect user reading.

(2) The number of lexicons should not be too large: The number of keywords that need to be associated should not be too large, because the program needs to do a text match for each article content. If the number of articles is large, it will often reduce the performance of the website unless the technology can be solved.

6. Tag specification

What is a tag? What does it do?

Tag (label, keyword) is a more flexible and interesting way to classify logs. You can add one or more tags to each log. Then you can click on the tag to find all articles with a certain tag in the fastest way. For example, if you click on the "Pets" tag, you can open a page like this, showing all articles tagged with "Pets".

Things to note when using tags:

(1) The tag system is best designed according to the needs of the website. For example, the tag system of a website with massive information needs to design fixed tags in advance so that editors can select or enter them according to the content. If it is completely open to editors or users to operate, it is often difficult to manage tags.

(2) The number of tags associated with an article should not be too many. The number can be controlled within 1 to 7.

7. Search within the site

Don't waste and underestimate the site search, it can help us do a lot.

(1) Help us understand the hot spots of user concern (what content on the website is of interest to users) and the blind spots of the website (what content is not done), so as to facilitate corresponding adjustments to the website content and products.

(2) Use the search results page on the site to obtain more long-tail search traffic, because the information on the search results page is very relevant to the target words searched by the user, increasing the repetition density of keywords

(3) As for how to better utilize in-site search to obtain traffic, I would like to discuss this with you.

8. Link Building

There are many ways to build external links, the most commonly used ones are friendly links (including cross links), purchased links, text ads, blog group building, forum group posting, site group, directory submission, etc.)

9. Create a site map

In fact, sitemaps are very important for large websites. They help users quickly browse the website content and provide search engines with crawling indexes of website pages.

Large websites generally produce map files in two formats:

Html map:

Establish a good navigation for users, mainly listing the channels, columns, and topics of the website

Xml site map:

An XML sitemap is a list of the pages on your website. Creating and submitting a sitemap helps ensure that search engines know about all the pages on your site, including URLs that Google might not find during its normal crawling process.

As for how to create an XML sitemap file, I will not go into detail here. You can check out the guide to creating a sitemap provided by Google.

Keep the following points in mind when creating a sitemap:

(1) If the amount of data is large, it is recommended that the technician generate it once and then set a time point to automatically generate it.

(2) Categorize according to different contents, for example, store article pages and column list pages separately

(3) The site map must be encoded and can only contain ASCII characters. It cannot contain uppercase ASCII characters, certain control codes, or special characters (such as * and {}, etc.).

(4) If there are too many map files or they contain map files from other groups, you need to create a map index file.

10. Customize 404 error page

For specific operation methods, please refer to Google Custom 404 Error Page

11. SEO writing training for website editors

(1) Regularly train editors on SEO basics to improve their efficiency in search engine friendly writing

(2) Regularly produce thematic keyword materials for editors to use as reference when writing.

12. Effect tracking and traffic and log analysis

Use monitoring tools to monitor data and analyze traffic, and track keyword rankings and changes in search traffic. Adjust the plan based on the data report, or provide better suggestions for product planning.

I currently use Google Analytics and Baidu Statistics, and Awstats for server log analysis.

As for monitoring keyword rankings, I currently export keywords from GA and let technical personnel use scripts to batch query the keyword positions.

In fact, the most important thing is the communication with team members during the execution process. If the communication is not in place, the technical staff and product managers cannot understand, which will directly affect the SEO effect.